Qantas launches Minority Report style outdoor ads featuring faces of passers-by
Qantas has launched a digital billboard at Sydney’s Town Hall railway station which senses when a consumer is nearby and features their image in the ad.
The execution relies on the user having downloaded the Qantas app and having it open on their phone.
The project is part of the Qantas “You’re the reason we fly” brand refresh unveiled last month. Other personalisation has included allowing consumers to choose to see personalised online ads targeted at them and putting customer names on the side of planes.
The campaign also marks the launch of Adshel’s new digital network, Adshel Play. Adshel marketing director Nicole McInnes said: “We’re in a Minority Report world where advertising can be tailored to your gender, mood or needset for that time of day.”
The film Minority Report saw billboards use eyeball recognition to target messages to individuals as they walked past.
The Town Hall campaign will be live until tomorrow.
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Very clever play by Qantas and Adshel. Look forward to seeing more Adshel Play installations.
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Puzzled as to why you’d bother launching this technology with so many barriers to engagement. Will only interest/engage Qantas customers that are already highly involved with the brand. Do Adshel really think people in transit will stop, download an app to their smartphone and then interact with this installation? Really?
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Does the app have to be open for it to work?
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Yes.
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The execution relies on people having downloaded the Qantas app and having it open on their mobile phone. People won’t use QR codes because they’re too much of a hassle. This, by comparison, is utterly ridiculous.
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It looks like a solution in search of a problem for me. I love the idea, but it feels like something that might have been killed in concept stage…
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Haters gonna hate. Cool campaign guys!
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